Social Commerce Value and Social Commerce Engagement in Luxury Social Shopping Intention

With the rise in customer expectations and the increased trust and popularity of social networking sites, there has been a significant increase in luxury social commerce. The key objective of this research is to understand the role of perceived social commerce value and social commerce engagement in framing social shopping intentions. Data were collected from 325 luxury consumers in India. Data analysis was conducted using AMOS 25 and PROCESS Macro for SPSS. The findings revealed that the social commerce construct is directly related to social shopping intention. Also, social support and marketer-generated content value positively moderated the mediating impact of social commerce engagement between the social commerce construct and social shopping intention. The findings of this research will enable marketers to know about the factors affecting luxury consumers’ social shopping intentions. This study will also augment the luxury marketing literature by investigating a relatively new phenomenon of social shopping behaviour.